Social Customer Experience Management

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This presentation on Customer Experience Management was delivered at The Social CRM Conference in Singapore on the 21/01/2014. The event was attended by Senior Marketing Executives from around the …

This presentation on Customer Experience Management was delivered at The Social CRM Conference in Singapore on the 21/01/2014. The event was attended by Senior Marketing Executives from around the Asia Pacific and Japan region.

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  • 1. SOCIAL CUSTOMER EXPERIENCE MANAGEMENT Social CRM 2014 21st of January, 2014 | Sheraton Tower, Singapore Nicholas Kontopoulos Senior Director, Global Product Marketing SAP Solutions for Sales, Marketing and Customer Service
  • 2. OP + NT = EOP
  • 3. This is the dawn of Generation C. Where "C" represents a connected society based on interests and behavior. Gen C is not an age group -ITS A WAY OF LIFE. - Brian Solis, author and digital analyst
  • 4. THERE HAS BEEN A
  • 5. CUSTOMERS ARE NO LONGER PASSIVE They are now armed to the teeth.
  • 6. EVANTUBE HD ENGAGING THE BUYERS OF TOMORROW
  • 7. EMPOWERED CUSTOMERS ARE Digitally Connected 79% of customers spend at least 50% of total shopping time researching products online. Socially Networked 53% of customers abandoned an instore purchase due to negative online sentiment. Better Informed 59% of customers are willing to try a new brand to get better customer service.
  • 8. EVERY MINUTE OF EVERYDAY SOURCE: DOMO, INC. 48 hrs 3,125 $272,070 217 3,600 100,000 347 204,167,667 47,000 571 2,000,000 34,722 2,083 684,478 61,141 of YouTube uploads new mobile web users Wordpress blog posts new websites Foursquare check-ins Flickr photos Instagram photos Email messages Google queries Facebook shares Consumers spend Twitter tweets Apple app download Facebook likes hours of music uploaded
  • 9. THIS CHANGES THE RULES FOR MARKETERS 2.4 BILLION brand-related conversions happen in America everyday. SOURCE – KELLER FAY GROUP
  • 10. THIS CHANGES THE RULE FOR MARKETERS. IN ASIA PACIFIC, 59% OF CONSUMERS COMMENT ABOUT BRANDS ONLINE.
  • 11. AND IT RAISES THE STAKES FOR CUSTOMER SERVICE 59% of customers are willing to try a new brand to get better customer service. SOURCE – AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER
  • 12. IT CREATES A NEW KIND OF THINKING AROUND SALES 57% of the buying process is completed before a first interaction with sales. SOURCE – CUSTOMER EXECUTIVE BOARD
  • 13. WHILE CUSTOMER EXPECTATIONS CONTINUE TO RISE 71% of customers don’t think companies are doing anything to keep their business. SOURCE – AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER
  • 14. DIGITAL DARWINISM: When technology and society evolve faster than the ability for companies to adapt. - Brian Solis
  • 15. COMPANIES ARE STRUGGLING TO BREAKTHROUGH & ENGAGE THEIR CUSTOMERS.
  • 16. OP + NT = EOP
  • 17. DUDE, IT’S NOT ALL ABOUT THE TECHNOLOGY…
  • 18. THERE IS NO SINGLE SILVER BULLET SOLUTION
  • 19. 21ST CENTURY CUSTOMERS REQUIRE A 21ST CENTURY MANAGEMENT RESPONSE
  • 20. REINVENTING MANAGEMENT FOR THE 21ST CENTURY REINVENTING History Lesson on Management 1.0 MANAGEMENT FOR THE 21ST CENTURY – GARY HAMEL An excerpt from the University of Phoenix Distinguished Guest Video Lecture Series
  • 21. HISTORY LESSON ON MANAGEMENT 1.0 1890: 90% of the then developed world worked in agriculture & the average manufacturing firm employed 4 employees. 1915: Ford was making a ½ million cars and US Steel was the first company in history to urnover $1b a year.
  • 22. HISTORY LESSON ON MANAGEMENT 1.0 1920: By this time most of the tools for modern management have been created: Pay for Performance Capital Budgeting Task Design Divisionalization Since then the way we manage has hardly changed. Brand Management
  • 23. 19TH CENTURY ENGAGEMENT Sales & Marketing Funnel Awareness Interest Desire Action
  • 24. CUSTOMERS REQUIRE A NEW 21ST CENTURY ENGAGEMENT MODEL DRIVEN BY SOCIAL SHARE COMPARE TRIGGER EVENT RESEARCH SHOP PURCHASE
  • 25. OP + NT = EOP
  • 26. If you keep on doing what you’ve always done, you’ll keep on getting what you’ve always got. - W L Bateman
  • 27. WE NEED TO RETHINK OUR MARKETING & SALES STRATEGIES. LET’S START WITH BINNING THE CONCEPT OF… a go-to-market strategy and replace it with A GO-TO-CUSTOMER STRATEGY ©  2011 SAP AG. All rights reserved. Public 29
  • 28. WHICH ACRONYM do I start with? SCRM CX Social CEM CRM
  • 29. Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s the company's response to the customers' ownership of the conversation. - Paul Greenberg
  • 30. CUSTOMER EXPERIENCE MANAGEMENT ©  2011 SAP AG. All rights reserved. 32
  • 31. CUSTOMER EXPERIENCE The customer’s perceptions and related feelings caused by the one-off & cumulative effect of interactions with a supplier’s employees, systems, channels or products. Source: Gartner
  • 32. “Or, the aggregated memories of every touch a customer has with your company”
  • 33. CUSTOMER EXPERIENCE MANAGEMENT The practice of designing and reacting to customer interactions to meet or exceed customer expectations to increase customer satisfaction, loyalty and advocacy. Source: Gartner
  • 34. “Or delivering the consistent customer experience across the entire enterprise”
  • 35. Every sale has five basic obstacles: no need, no money, no hurry, no desire, and no trust. - Zig Ziglar
  • 36. OP + NT = EOP
  • 37. OK, BUT HOW DOES ENTERPRISE CRM FIT INTO CUSTOMER EXPERIENCE MANAGEMENT THEN?
  • 38. RM C
  • 39. WE CAN DESIGN & DELIVER YOU A WORLD CLASS CRM STRATEGY NO PROBLEM!
  • 40. COMPLEXITY
  • 41. EXCESS BAGGAGE
  • 42. CRM IS NOT ABOUT SOFTWARE… IT IS AN IDEOLOGY
  • 43. IT IS ABOUT CONNECTING EMPLOYEES TO CUSTOMERS
  • 44. IT IS ABOUT DELIGHTING YOUR CUSTOMERS
  • 45. AND SEEING THEM AS MORE THAN JUST A NUMBER… ACCOUNT NUMBER 23058399 TRANSACTION NUMBER 00092374 COMPLAINT NUMBER CP09938 REVENUE NUMBER € $ £
  • 46. …AND AS COMPANIES’ MOST VALUABLE ASSET
  • 47. OP + NT = EOP
  • 48. It’s now your obligation to study how, where & why customers are connecting and how they are making & influencing decisions. Who said it? Brian Solis
  • 49. It takes a mere 5% of INFORMED INDIVIDUALS to influence the direction of a crowd of up to two hundred people. - Professor Jens Krause, Leeds University
  • 50. Respondents time after time end up concluding that they lead the group – even though they were lead by others. - Professor Jens Krause, Leeds University
  • 51. PEOPLE MAKE DECISIONS BASED ON THE SHARED EXPERIENCES OF OTHERS
  • 52. WHERE DO YOU START?
  • 53. YOU NEED A STRATEGY
  • 54. 07 7 STEPS TO GET STARTED 06 WITH CEM 05 04 03 02 01 Build a cross-functional work team Map the customer journey Consolidate customer data collection/VoC Create a governance mechanism Map the customer experience ecosystem Select projects that build momentum Define key elements of a strategy Source: 1to1 Media “7 Steps to Get Started With Customer Experience”
  • 55. CRM SUCCESS FACTORS: STRATEGY, PROCESS, TECHNOLOGY, AND PEOPLE Deploy new technology that supports required process flows. (February 2012) Business goals and objectives Develop process flows to achieve the selected strategy. Technology Process Apps and infrastructure Procedures and business rules Get target users to successfully utilize the applications Source: Forrester “Navigate the Future of CRM” Strategy People Organizational structure, skills, and incentives Condition the organization to adopt new processes.
  • 56. AVOID BECOMING ONE OF THESE STATISTICS BY RETHINKING YOUR CRM STRATEGY 25% of firms reported that poorly 31% of firms reported that poor 48% surveyed admitted they suffered 21% of businesses stated the need defined business requirements had a negative impact on projects. technical/integration difficulties. Source: ComputerWeekly.com – Forrester; Rethink Your CRM Strategy business process design accounted for project failures. to customize CRM.
  • 57. CUSTOMER EXPERIENCE LEADERS OUT PERFORM THE LAGGARDS +22% - 46% Over a recent five-year period during which the S&P 500 was flat, a stock portfolio of customer experience leaders grew 22%. During this time, Forrester found that those companies who performed poorest in the Customer Experience Index also performed poorest in terms of stock performance. SOURCE: FORRESTER RESEARCH 2012
  • 58. OP + NT = EOP
  • 59. SAP CASE STUDIES
  • 60. AT A GLANCE Objective Transform STM’s one-to-one marketing strategy to drive loyalty and improve the customer experience through fare and route advice, and geo-localized partner rewards. Solution SAP CRM Benefits Increased fare revenue from greater ride frequency and non-fare revenue from partner ecosystem “   At STM our marketing objectives are to generate additional ridership and non-fare revenue. To do this we realised we needed to engage better with our existing customers and provide a better user experience, information, and value. ”   Pierre  Bourbonnière   Head of Marketing
  • 61. Loyalty Integration Enhance the Rider Experience Personalized Offers Redemption Transit Directions
  • 62. AT A GLANCE Objective Take on larger rivals by providing a delightful social media experience Solution SAP Social Media Analytics by NetBase SAP Cloud for Social Engagement Benefits Meet increasing demand for social media interaction without scaling team. Reduced churn. More cost-effective customer acquisition with marketing messages based on social buzz. “  Looking at our results with social engagement, the ROI is tremendous. We are getting a 94% resolution rate as compared to our usual 11-12%. We are seeing tremendous ROI servicing our customers on social using these tools. ”   Krissy Espindola Director, Knowledge Management & Social Customer Support
  • 63. AT&T AND T-MOBILE SLUG IT OUT OVER A CUSTOMER ON TWITTER
  • 64. USING SOCIAL TO LISTEN, UNDERSTAND, AND ENGAGE THE FULL SOCIAL WEB LISTEN SAP Social Media Analytics by NetBase YOUR TARGET AUDIENCE UNDERSTAND Fan Appz, an SAP Cloud Partner PERSON TO PERSON ENGAGE SAP Cloud for Social Engagement ©  2011 SAP AG. All rights reserved. Public 69
  • 65. OMNI CHANNEL BUILDING A CONNECTED ENGAGEMENT PLATFORM
  • 66. YOUR CUSTOMERS DON’T CLOCK OFF AT 5PM 24/7 BRANDS
  • 67. TODAY’S CUSTOMERS WANT INSTANT GRATIFICATION
  • 68. WATCH OUT FOR THE “CREEPY FACTOR”
  • 69. 90% of word-of-mouth conversations about brands take place offline. PRIMARILY Face-to-face, in people’s homes and offices, in restaurants and stores. ANYWHERE PEOPLE CONGREGATE. Source: KELLER FAY GROUP
  • 70. 1.5 BILLION MILLENNIALS GLOBALLY COMING OF AGE In 2011, the youngest hit their mid-teens & the oldest entered their 30’s YOUTH QUAKE Gen Y Impact
  • 71. OP + NT = EOP
  • 72. It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change. - Charles Darwin
  • 73. CHANGE IS THE BIGGEST OBSTACLE But CHANGE has now changed. It is now… •  Ever surprising •  Unrelenting •  Unforgiving •  Only going to get faster and faster and faster...
  • 74. Adapt or Die
  • 75. AVOID DIET PILL APPROACH SHORT TERM GAINS
  • 76. BEWARE OF ISLAND SOLUTIONS
  • 77. BUILD A CONNECTED ENTERPRISE BY BRINGING TOGETHER PEOPLE + PROCESS +TECHNOLOGY
  • 78. COMPETITIVE ADVANTAGE REQUIRES HARD WORK
  • 79. OP + NT = EOP ©  2011 SAP AG. All rights reserved. Public 84
  • 80. KEY TAKEAWAYS
  • 81. OLD RECIPES NO LONGER WORK CRM MUST EVOLVE BEYOND THE FRONT OFFICE TACTICAL STRATEGIC TO BE IN THE GAME INTERNAL FOCUS TO WIN THE GAME CUSTOMER FOCUS Front Office Front Office EFFICIENCY Inside - Out FOCUS ON 1:1 CUSTOMER ENGAGEMENT Customer EXPERIENCE EFFECTIVENESS Inside - Out TO CHANGE THE GAME Outside - In
  • 82. TO WIN TODAY YOU MUST ALIGN YOUR MARKETING AND SELLING MOTION TO YOUR BUYER’S JOURNEY AWARENESS CUSTOMER Set Criteria Commit to Change Loyal or a Detractor Assess Risk Compare BRAND ADVOCATE Purchase BUYER’S JOURNEY Target Discover Guide Win SELLING MOTION Differentiate & Value Shape Vision Influence Close Build Confidence Support
  • 83. TURN INSIGHT INTO ACTION TO CREATE EXCEPTIONAL EXPERIENCES •  Understand customers •  Identify opportunities •  Predict their needs & behavior Interact with customers 1:1 in the moment when it matters across channels & touch points INSIGHT EXPERIENCE EXECUTION •  Drive operational excellence •  Empower employees & partners •  Deliver on your promises
  • 84. You’ve got to start with the CUSTOMER EXPERIENCE and work back toward the technology. - Steve Jobs
  • 85. OP + NT = EOP ©  2011 SAP AG. All rights reserved. Public 90
  • 86. ? ©  2011 SAP AG. All rights reserved. Public 91
  • 87. Old Process + New Technology = Expensive Old Process
  • 88. about.me/nicholask71
  • 89. THANK YOU! Feel free to connect with me at : Nicholas.kontopoulos@sap.com #nicholask71 http://sg.linkedin.com/in/nicholaskontopoulos © 2013 SAP AG. All rights reserved.